Cadbury and Rugby Australia have struck a deal that will see Cadbury become the principal partner of the Wallaroos for the next six years, through to Australia’s home Rugby World Cup in 2029.
Cadbury has been the national women’s rugby team’s major partner since 2021 and has now elevated its partnership, with the Cadbury logo to now feature across the Wallaroos home and away jerseys.
Kathy De Lullo, director of marketing excellence at Mondelēz International, custodians of Cadbury, said: “We know Australians are passionate about sport on the world stage, and Cadbury’s values of creating connections, generosity, and community spirit resonate with this partnership with Australian Rugby and the Wallaroos.
“Through our commitment, we want to support the Wallaroos at the elite level and promote visibility and equality for women in sports.”
Rugby Australia CEO Phil Waugh said Cadbury’s new commitment is a watershed moment for women’s rugby In Australia.
“Cadbury has been an invaluable partner to Rugby since 2021, and we are proud to announce together the brand’s expanded commitment to Women’s Rugby for the next six years.
“The 2029 Rugby World Cup promises to be an inspiring moment for the game, and to be able to enjoy the support of such a prominent brand in the lead-up to that major event is a huge boost to the Wallaroos program.
“In February, Rugby Australia announced it will invest more than ever before into its Women’s Rugby program In 2024, with higher player payments, a full-time head coach, our first dedicated women’s high-performance manager, and an increased Wallaroos schedule.
“We still have work to do; however, we are seeing the flow-on at the community level too – Women’s Rugby is the fastest growing part of the game at the grassroots level; we saw a 16% increase in female participation in clubs in 2023.
“This major partnership with Cadbury will be a significant factor as we strive to continue growing our financial commitment to Women’s XVs, and especially in driving greater visibility of our athletes and the Wallaroos.”
Cadbury has a history of supporting Australian sports, both at elite and grassroots levels. The brand has previously partnered with the Australian Olympic and Paralympic teams, Hobart Hurricanes, Matildas, and AFLW.